| Marketing
Plans, Budgets, & Cashflows
All our marketing strategies come with budgets
and cash flows for your specified period,. This
could be for a month or several years. Main street
strategies are designed to fit your available
marketing budget, or we will make a budget recommendation
to you. Either way, you stay in control.
Case study : Gardencare
Cyril Johnston of Carryduff has been selling a
wide range of lawnmowers and garden machinery
for many years. Over the last five years aggressive
activity from the ‘sheds’ (B&Q,
Homebase etc) had presented Cyril Johnston with
a marketing problem; independent traders were
increasingly being regarded as specialists who
were likely to be expensive. In discussion with
the client it became clear that this was a problem
not only for Cyril Johnston but also for other
similar suppliers round the country.
The agency developed a strategy with Cyril Johnston,
which involved completely re-branding garden machinery
sales under the banner ‘Gardencare’
which would operate within Cyril Johnston’s
other activities. By doing this other retailers
in a similar position could be brought in under
the Gardencare banner which could provide a central
identity and advertising strategy to which each
dealer could contribute funds. The Gardencare
identity and launch strategy was developed, costed
and implemented, including the rollout to other
dealers. As a result the independent traders saw
very impressive sales increases. The strategy
proved so successful that it is now being extended
into the South of Ireland in the second year.
Throughout the whole project Cyril Johnston has
had a timed and costed plan which allowed him
to see at all stages what was or should be happening.
The project was delivered exactly on time and
on budget with results that exceeded almost everyone’s
expectations.
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Strategies